A touchpoint is any interaction consumers have with your business¹. This can occur at any phase in the customer journey: realization, awareness, evaluation, purchase². Following is insight into the interactions it takes to turn a prospect into a customer: 1. Leverage Multiple Touchpoints Several touchpoints are required to convert a customer or create brand awareness:…
Media mix, the blend of channels a business uses to reach its audience, helps target prospective customers on the consumer journey and guide them through to conversion. Following are steps to help create the right media mix. 1. Consider your Media Mix Goals Determine your primary media objectives: Startups should focus on building awareness, while…
A recent study shows that small-medium sized business owners are growing in their optimism about the future. Customer satisfaction and overall revenue are increasing, while concerns about business issues continue to tick down every year. Following are highlights: CUSTOMER RELATIONSHIPS Business owners are feeling confident about their relationships with new and existing customers: Fewer than…
PwC’s Entertainment & Media Outlook Report contains projections for U.S. advertising growth through 2027. Following are highlights for key media: Digital Out-of-Home Advertising Digital Out-of-Home (ex. billboard, DMV, elevator, gas station) maintains its status as the fastest-growing segment with a +6.2% compound annual growth rate (CAGR)¹ through 2027, and its share of total OOH advertising is…
While short-term sales are appealing, long-term efforts keep businesses growing. Studies* show that building brands for long-term growth sustains businesses and drives success. 1. A BALANCED MARKETING STRATEGY INCREASES REVENUES Brand-building efforts are a lever that drives sales, and studies show that a balanced marketing approach helps build brands for long-term success: Ongoing marketing efforts…
Building brand awareness is the foundation of your marketing efforts – sharing your name in the community, and earning trust, can influence consumers’ decision-making and purchases. Following are ways to help measure brand awareness. 1. Branded Search Volume Monitor the number of searches about your business: The more people who search for your name or…
Standing out in a crowded niche market requires a focused strategy. You can position yourself as the obvious first choice by understanding your competitors and clients. Here are fundamental ways to outperform your direct competition: 1. Identify competitor strategies to reveal opportunities. Look at your competitors for insight into where you can improve and differentiate:…
Branding is the ability to distinguish your products/services within a target market and brand equity is the total value of a brand based on associations and expectations. Following are key elements that help determine brand equity: 1. Brand Awareness is critical and falls into two categories: Recognition: refers to consumers remembering past exposure to your…
For businesses to build competitive marketing strategies – and stay relevant with consumers – it’s important to stay ahead of trends. A recent study takes a look at marketing trends to watch: 1. SEARCH ENGINE OPTIMIZATION (SEO) TRENDS More businesses will use SEO to boost search traffic – 88% of SEO marketers will increase/ maintain…
“Brands who show they are dedicated to their customers’ needs will be rewarded with engaged, loyal customers.” Gilad Rom, founder of Huan Engaging customers is an ongoing process that continues long after a prospective client becomes a customer. Following are tips for creating lasting customer relationships, critical for driving repeat business and maintaining a strong…